K imo to mass market the product you have to verify and issue equivalency data with R factors since that is what the public is familiar with when you speak of insulative values.
You may however mass market to industry with good SOLID and CREDIBLE test RESULTs which support the claims. That means something along the lines of UL data or some other very highly accredited TESTing firm.
If that were done years ago when suggested repeatedly and if the results bore out the fantastic claims, then it would be far easier to market and the company would be 50x larger most likely.
I have seen 1st hand a few very successful start up firms but none which were successful being so ill run as this operation. Unfortunately if INTK is successful, (without a buyout), it will be by mistake rather than design, jmho based on their years of results.
George and Ike - wonder if George is getting chewed.